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Appendix A INDIANAPOLIS INDIANS MARKETING OBJECTIVES

Marketing Objectives The Indianapolis Indians, as an organization, have developed a Marketing Plan to help meet the following marketing objectives for the 2010 season. Strengthen existing Indians and Victory Field image Increase advance ticket sales Increase full season ticket packages Increase partial season ticket packages (Fun Packs) Increase group tickets and improve hospitality Increase actual usage of season tickets Increase sales and demand for luxury suites Maintain dynamic database for lead generation and tracking

Group Ticket Sales - Target Audience Human resource directors/ Businesses with member clubs Conference planners/ Motor coach tours Minority outreach programs Senior/Prime-time banking clubs Faith communities/Chapels Alumni groups Scout troops Day care centers Summer school programs Retirement communities

Single-Game Ticket Sales - Target Audience Ages 25-54 Baseball fans Conventioneers/travelers Families (mom, dad, kids and friends, grandparents) Young people (high school, college) Downtown workers (state house, shift workers at area factories, hotel staff) Season Tickets - Target Audience Older audience Corporate Die-hard baseball fan Image-driven season ticket holder

Sales Trends Indians Regular Season Attendance Year Total Average 2010 569,969 8,028/game 2009 549,552 8,202/game 2008 606,691 8,538/game 2007 586,785 8,383/game 2006 547,768 7,608/game 2005 558,901 8,100/game 2004 576,065 8,114/game 2003 550,319 7,976/game 2002 571,984 8,056/game Indians Fans Demographics Scarborough Research Data (2010) Gender Male Female Age 19-34 35-64 65+ Education Completed Post Graduate/Some Post Graduate College Graduate/Some College High School Graduate Household Income $50,000+ $75,000+ $100,000+ County of Residence Marion County Hamilton County Johnson County Hendricks County Other in IN Outside of IN Type of Residence Own Residence Rent Home Value $100,000+ $150,000+ $200,000+

54.9% 45.1% 31.3% 64.1% 8.8% 18.3% 53.3% 25.7% 70.0% 38.3% 20.5% 33.3% 15.5% 7.1% 5.5% 32.7% 5.9% 83.6% 13.3% 60.3% 33.5% 20.0%

Appendix B INDIANAPOLIS INDIANS GAME PROMOTIONS


The Indians revamped the scheduling of game promotions over the past two seasons. The modifications were intended to build momentum not only into 2005 but also in future seasons. Game promotions were scheduled in an effort to consistently match the day of the week. Over time, it will be easier to communicate to fans, as they in turn become more familiar with our consistent schedule. We plan to continue this format as the schedule permits for the 2006 season. The consistent schedule also presents opportunities to create synergy with sponsors as they wish to be associated with a particular night or promotion throughout the season. This will create different and larger pieces of inventory that have not been taken to the market in previous seasons. As we continue this new approach, we build from our strengths. Saturday night at Victory Field has traditionally been the most successful night in the International League. This continues to be the cornerstone of the promotional plan. Each home Saturday will be billed as a Spectacular Saturday at Victory Field featuring live entertainment acts or cartoon character appearances during the game. Our goal continues to be to make Saturday night at Victory Field as exciting and as memorable as possible for our fans. As our Saturday nights reach capacity, we will generate more demand for our other weekend games on Fridays and Sundays. Each Sunday will be a Souvenir Sunday with 4,000 fans receiving a premier Indians souvenir item. Beginning in May, each Friday night will feature a post-game fireworks show. The consistent approach will also be taken for our weekday games. Each Monday will feature a Monday Dollar Menu with a number of concessions items available for only $1. Each Tuesday will be a 2-for-1 Tuesday as an Indians sponsor will offer 2-for-1 discount admission coupons. Meanwhile, most Wednesday home games will be Business Day games and each Thursday will feature a value pack option when purchasing tickets. The value pack includes a game ticket, a drink and hot dog along with a souvenir from the gift shop. Fridays again will be fireworks and Saturday continue to turn into ZOOper Zaturdays with our ZOOperstars performing between select innings. For each game promotion in 2010 we will review broadening the scope of each promotion by closely examining opportunities for group ticket sales, earned media coverage, community outreach and themed merchandise. Additional information on our consistent promotional approach is described in the following pages: Mondays: Monday Dollar Menu. Each Monday night will feature a number of concession items available for only $1 each. During the 2010 season, the items were hot dogs, peanuts, popcorn, Cracker Jack and potato chips. The Indians will work with Aramark to identify items and opportunities for 2011. The discounted menu

items act as loss leaders to attract fans to the ballpark paying full price for tickets on a traditionally slow night. The increased awareness and attendance at these Monday games also has the ability to build awareness and interest in other weekday games. Tuesdays: 2-for-1 Tuesdays. For each Tuesday game, fans will be able to receive two-for-one admission through the Indianapolis Star. In addition to creating a consistent promotional identification for fans, this has the potential to build synergy with two-for-one night sponsors such as the Indianapolis Star. Wednesdays: Business Day Game. Numerous Wednesdays at Victory Field will be a Business Day Game. Over the past few seasons attendance for Wednesday Business Day games had been gaining momentum, at times nearly rivaling Thursday night games. In addition to the appeal of a weekday afternoon game to the walk-up ticket buyer, we have seen success with advance sales of large groups, pre-game picnics, and suite-level entertainment. Business Day games also represent a point of difference between the Indians and the other professional sports teams in central Indiana as the Pacers, Colts, Fever, and Ice do not typically offer weekday matinees. We will contact potential new target audiences such as day care centers, summer school programs and retirement communities. New opportunities for media partners and promotion will be explored as well. Thursdays: Thursday Value Pack. Despite the popularity of the Thursday Theme Nights held in previous seasons, the Indians decided to add more value to a Thursday night game by allowing the option for the walk-up ticket buyer to spend a couple extra dollars to get more bang for their buck. Purchasing a Thursday Value Pack included a game ticket, hot dog, soda and souvenir item that could be redeemed at the Gift Shop. Fridays: Fireworks Nights. Beginning in May, each Friday night at Victory Field will feature a post-game Fireworks Show. Fireworks nights have been a great attraction through the years and we again anticipate a consistent offering being a boost to our Friday night lineup. In addition to being both a drawing card and a value-added element to the game experience, the post-game shows encourage fans to stay longer and potentially spend more money during their visit. Saturdays: ZOOper Zaturdays. As mentioned earlier, the premiere event of each week will be ZOOper Zaturdays at Victory Field. Each Saturday will feature the entertainment acts from the ZOOper Stars, that will perform and/or interact with fans throughout the game. Sundays: Souvenir Sundays. The Indians will continue the tradition of Souvenir Sundays at Victory Field. At each Sunday game 2,500 - 5,000 fans will receive a premiere Indians souvenir item. Knot Hole members will have the opportunity to run the bases after each Sunday game. Souvenir giveaway items that will be considered for 2010 included:

Schedule magnets Wall Calendar Team Photo Aluminum Water Bottle T-Shirt Ball Cap Baseball card set American Flags Jersey Pillow Cereal Bowl Messenger Bag

Game / Promotional Schedule


Date Thursday, April 7 Friday, April 8 Saturday, April 9 Sunday, April 10 Monday, April 11 Tuesday, April 12 Wednesday, April 13 Thursday, April 14 Friday, April 15 Tuesday, April 26 Wednesday, April 27 Thursday, April 28 Friday, April 29 Saturday, April 30 Sunday, May 1 Monday, May 2 Tuesday, May 3 Friday, May 13 Saturday, May 14 Sunday, May 15 Monday, May 16 Tuesday, May 17 Wednesday, May 18 Thursday, May 19 Friday, May 20 Monday, May 30 Tuesday, May 31 Wednesday, June 1 Thursday, June 2 Friday, June 3 Saturday, June 4 Sunday, June 5 Monday, June 6 Saturday, June 11 Sunday, June 12 Monday, June 13 Tuesday, June 14 Friday, June 24 Saturday, June 25 Sunday, June 26 Monday, June 27 Opponent Clippers Clippers Clippers Clippers Mud Hens Mud Hens Bats Bats Bats Tides Tides Tides Tides Bulls Bulls Bulls Bulls Clippers Clippers Clippers Clippers Bisons Bisons Bisons Bisons Yankees Yankees Yankees Yankees Chiefs Chiefs Chiefs Chiefs Braves Braves Braves Braves Red Sox Red Sox Red Sox Red Sox Time 7:05 p.m. 7:15 p.m. 7:05 p.m. 2:05 p.m. 7:05 p.m. 11:05 a.m. 7:05 p.m. 7:05 p.m. 7:15 p.m. 7:05 p.m. 1:05 p.m. 7:05 p.m. 7:15 p.m. 7:05 p.m. 2:05 p.m. 7:05 p.m. 11:05 a.m. 7:15 p.m. 7:05 p.m. 2:05 p.m. 11:05 a.m. 7:05 p.m. 1:05 p.m. 11:05 p.m. 7:15 p.m. 6:05 p.m. 7:05 p.m. 1:05 p.m. 7:05 p.m. 7:15 p.m. 7:05 p.m. 2:05 p.m. 7:05 p.m. 7:05 p.m. 2:05 p.m. 7:05 p.m. 7:05 p.m. 7:15 p.m. 7:05 p.m. 2:05 p.m. 7:05 p.m. Promotion Thurs. Value Pack/Schedule Magnet Schedule Magnet Mascot Mania/Schedule Magnet Souvenir Sunday Wall Calendar Monday Dollar Menu Baseball in Education Day/Star 2for1 Thursday Value Pack Indy Star 2-for-1 Business Day Game Thursday Value Pack Team Photo Giveaway Autograph Night/ZOOper/H.Lottery Souvenir Sunday 16oz Cup Monday Dollar Menu Business Day Game Friday Night Fireworks ZOOper Zaturday/Little League Souvenir Sunday Picture Frame Baseball in Education Day Indy Star 2-for-1 Tuesday Business Day Game Baseball in Education/Value Pack Breast Cancer Awareness/Fireworks Memorial Day/Monday Dollar Menu Indy Star 2-for-1 Tuesday Business Day Game Thursday Value Pack/Youth Clinic Fireworks/Boy Scout Sleepover ZOOper Zaturday Souvenir Sunday Jersey T-shirt Dollar Menu/Fireworks/Baseballs Autographs/ZOOper/Lottery Souvenir Sunday Flex Fit Cap Monday Dollar Menu Indy Star 2-for-1 Tuesday Fireworks/Medical Professionals Camo Jersey Auction/ZOOper Souvenir Sunday Grill Set Dollar Menu/Books/Learning Day

Monday, July 4 Tuesday, July 5 Wednesday, July 6 Saturday, July 9

Mud Hens Mud Hens Mud Hens Bats

6:05 p.m. 7:05 p.m. 7:05 p.m. 7:05 p.m.

Fireworks/Flag and Towel Giveaway Indy Star 2-for-1 Tuesday ZOOper Zaturday

Sunday, July 10 Monday, July 18 Tuesday, July 19 Wednesday, July 20 Thursday, July 21 Friday, July 22 Saturday, July 23 Sunday, July 24 Monday, July 25 Thursday, August 4 Friday, August 5 Saturday, August 6 Sunday, August 7 Tuesday, August 16 Wednesday, August 17 Thursday, August 18 Friday, August 19 Saturday, August 20 Sunday, August 21 Monday, August 22 Tuesday, August 23 Wednesday, August 24 Thursday, August 25 Tuesday, August 30 Wednesday, August 31

Bats Knights Knights Knights Knights Red Wings Red Wings Red Wings Red Wings Mud Hens Mud Hens Mud Hens Mud Hens Bats Bats Bats Bats IronPigs IronPigs IronPigs IronPigs Clippers Clippers Mud Hens Mud Hens

2:05 p.m. 7:05 p.m. 7:05 p.m. 1:05 p.m. 7:05 p.m. 7:15 p.m. 7:05 p.m. 2:05 p.m. 7:05 p.m. 7:05 p.m. 7:15 p.m. 7:05 p.m. 2:05 p.m. 7:05 p.m. 1:05 p.m. 7:05 p.m. 7:15 p.m. 7:05 p.m. 2:05 p.m. 7:05 p.m. 7:05 p.m. 7:05 p.m. 7:05 p.m. 7:05 p.m. 1:05 p.m. 7:15 p.m. 6:05 p.m.

Souvenir Sunday Baseball Cards Monday Dollar Menu Indy Star 2-for-1 Tuesday Business Day Game Thursday Value Pack Negro League Celebration/Fireworks Autographs/ZOOper/Hoosier Lottery Souvenir Sunday Gym Bag Monday Dollar Menu Thursday Value Pack Friday Night Fireworks ZOOper Zaturday Souvenir Sunday Mascot Clock Indy Star 2-for-1 Tuesday Business Day Game Thursday Value Pack Friday Night Fireworks ZOOper /Faith & Fellowship Night Souvenir Sunday Slippers Monday Dollar Menu Indy Star 2-for-1 Tuesday Thursday Value Pack Indy Star 2-for-1 Tuesday Business Day Game Friday Night Fireworks Fireworks/Shirt Off Back/Awards

Friday, September 2 Bats Saturday, September 3 Bats

Appendix C INDIANAPOLIS INDIANS FAN SURVEY


The following are results from a survey of attendees during the 2010 Baseball Season, conducted June-August, 2010 at Victory Field. The mission of the survey was to provide answers to questions that will assist the Indians in reaching its goals. This was a paper survey that included 23 questions, although the results of all 23 questions are not included in this report. Instead, we have included the results from ten of the questions. Data was collected at Victory Field on six different dates including June 25, 26, July 21 and 22, and August 15, 16. The sample base was 477, and the margin of error approximately +/- 4.35. When reading frequency data the Valid Percent is the percentage of those respondents who answered that particular question and is the percent used in most questions. The Percent is based on the total number of respondents that started the survey. The System Missing number is based on the number of respondents that started the survey but did not answer that particular question. Those respondents may have dropped out voluntarily or been treed out based on previous answers. The Indians Fan Survey was conducted by Survey America of Indiana, Inc.

Question 1: In which age group are you? Frequency Under 15 15-18 19-24 25-34 35-44 45-54 55-64 65 and over Total 3 18 48 90 76 82 86 39 442 Percent 0.7% 4.1% 10.9% 20.4% 17.2% 18.6% 19.5% 8.8% 100.0% Valid Percent 0.7% 4.1% 10.9% 20.4% 17.2% 18.6% 19.5% 8.8% 100.0% Cumulative Percent 0.7% 4.8% 15.6% 36.0% 53.2% 71.7% 91.2% 100.0%

Question 2: In which Indiana county do you live? Frequency Marion Hamilton Madison Hancock Shelby Johnson Morgan Hendricks Boone Other Indiana county Do not live in Indiana Total 146 68 6 6 4 31 8 24 12 107 26 438 Percent 33.3% 15.5% 1.4% 1.4% 0.9% 7.1% 1.8% 5.5% 2.7% 24.4% 5.9% 100.0% Valid Percent 33.3% 15.5% 1.4% 1.4% 0.9% 7.1% 1.8% 5.5% 2.7% 24.4% 5.9% 100.0% Cumulative Percent 33.3% 48.9% 50.2% 51.6% 52.5% 59.6% 61.4% 66.9% 69.6% 94.1% 100.0%

Question 3: Which of the following best describes your primary reason for attending todays game? (Multiple responses allowed) Answer I enjoy watching baseball It is a good family activity It is an adult evening out I am interested in todays promotion It is a good option for entertainment Here with a group Other Frequency 211 149 41 26 81 56 26 Percentage of Cases 47.7% 33.7% 9.3% 5.9% 18.3% 12.7% 5.9%

Total responses Total respondents

721 442

163.1

Question 4: Approximately, how many Indians games will you attend this year? Frequency 1 2 3 4 5 6 7 8 9 10 12 13 15 16 17 20 21 25 30 40+ Total 129 85 62 53 43 13 9 10 1 28 2 1 10 2 3 5 1 1 4 7 469 Percent 27.5% 18.1% 13.2% 11.3% 9.2% 2.8% 1.9% 2.1% 0.2% 6.0% 0.4% 0.2% 2.1% 0.4% 0.6% 1.1% 0.2% 0.2% 0.9% 1.5% 100.0% Valid Percent 27.5% 18.1% 13.2% 11.3% 9.2% 2.8% 1.9% 2.1% 0.2% 6.0% 0.4% 0.2% 2.1% 0.4% 0.6% 1.1% 0.2% 0.2% 0.9% 1.5% 100.0% Cumulative Percent 27.5% 45.6% 58.8% 70.1% 79.3% 82.1% 84.0% 86.1% 86.1% 92.3% 92.8% 92.8% 95.1% 92.8% 96.2% 97.2% 97.4% 97.7% 98.5% 100.0%

Average number of games attended in 2010 were 4.77

Question 5: Please select all of the ways you heard about the Indians this year (Multiple responses allowed). Answer TV Radio Indianapolis Star Facebook Twitter Billboard Pocket Schedule IndyIndians.com IndyStar.com Indians email Other Internet/Online Employer (work) WTHR.com WISHTV.com Downtown newsboxes Word of mouth Other Frequency 243 212 153 37 9 89 114 143 68 40 25 87 58 63 8 141 52 Percentage of Cases 51.3% 44.7% 32.3% 7.8% 1.9% 18.8% 24.1% 30.2% 14.3% 8.4% 5.3% 18.4% 12.2% 13.3% 1.7% 29.7% 11.0%

Total responses Total respondents

1542 474

325.3

Question 6: Approximately, when was the last Indians game you attended? Cumulative Percent 12.8% 19.6% 31.5% 51.8% 55.9% 57.9% 86.9% 93.0% 96.2% 100.0%

None/first game August 2010 July 2010 June 2010 May 2010 April 2010 Last Season (2009) 2 years ago 3-4 years ago 5 or more years ago Total

Frequency 57 30 53 90 18 9 129 27 14 17 444

Percent 12.8% 6.8% 11.9% 20.3% 4.1% 2.0% 29.1% 6.1% 3.2% 3.8% 100.0%

Valid Percent 12.8% 6.8% 11.9% 20.3% 4.1% 2.0% 29.1% 6.1% 3.2% 3.8% 100.0%

Question 7: Are you aware that the Indians HOME GAMES are on TV this year? Valid Percent 48.2% 12.3% 18.4% 21.1% 100.0% Cumulative Percent 48.2% 60.5% 78.9% 100.0%

No No, but will watch now that I am aware of it Yes & have watch 1 or more games Yes, but have no watched any Total

Frequency 228 58 87 100 473

Percent 48.2% 12.3% 18.4% 21.1% 100.0%

Question 8: Which ONE of the following would you select as your favorite special game promotion? (Multiple responses recorded) Frequency 139 22 22 19 143 27 63 435 381 Percent of Cases 36.5% 5.8% 5.8% 5.0% 37.5% 7.1% 16.5% 114.2

Monday Dollar Menu Fazolis 2-for-1 Tuesday Wednesday Business Days Thrifty Thursdays Friday Fireworks Zooper Zaturdays Souvenir Sundays Total responses Total respondents

Question 9: Which of the following best describes who you are with at todays game? Cumulative Percent 52.2% 56.4% 76.1% 81.2% 95.3% 100.0%

Family By myself Friends Social/Church group Work group Other Total

Frequency 247 20 93 24 67 22 473

Percent 52.2% 4.2% 19.7% 5.1% 14.2% 4.7% 100.0%

Valid Percent 52.2% 4.2% 19.7% 5.1% 14.2% 4.7% 100.0%

Question 10: Which of the following BEST describes when you made the decision to attend todays game? Cumulative Percent 8.1% 14.3% 25.6% 49.8% 90.6% 100.0%

Within the last 2-3 hours Within the last 4-12 hours Yesterday Within the last week Within the last 2-4 weeks When I received this years schedule Total

Frequency 38 29 53 113 191 44 468

Percent 8.1% 6.2% 11.3% 24.1% 40.8% 9.4% 100.0%

Valid Percent 8.1% 6.2% 11.3% 24.1% 40.8% 9.4% 100.0%